Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation
ABSTRACT: This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United State...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2022-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853122010526 |
| _version_ | 1797391853964754944 |
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| author | Yuli Liang Gwendolyn Hustvedt Jasmine Miller |
| author_facet | Yuli Liang Gwendolyn Hustvedt Jasmine Miller |
| author_sort | Yuli Liang |
| collection | DOAJ |
| description | ABSTRACT: This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed. |
| first_indexed | 2024-03-08T23:38:43Z |
| format | Article |
| id | doaj.art-62e7e62123da40b086fce0f0c2ec6ac9 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:38:43Z |
| publishDate | 2022-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-62e7e62123da40b086fce0f0c2ec6ac92023-12-14T05:21:50ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312022-03-018143Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open InnovationYuli Liang0Gwendolyn Hustvedt1Jasmine Miller2Correspondence: ; Tel.: +1-(512)245-4650; Fashion Merchandising Program, School and Family Consumer Sciences, Texas State University, San Marcos, TX 78666, USA; gmhustvedt@txstate.edu (G.H.); j_m1561@txstate.edu (J.M.)Fashion Merchandising Program, School and Family Consumer Sciences, Texas State University, San Marcos, TX 78666, USA; gmhustvedt@txstate.edu (G.H.); j_m1561@txstate.edu (J.M.)Fashion Merchandising Program, School and Family Consumer Sciences, Texas State University, San Marcos, TX 78666, USA; gmhustvedt@txstate.edu (G.H.); j_m1561@txstate.edu (J.M.)ABSTRACT: This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed.http://www.sciencedirect.com/science/article/pii/S2199853122010526COVID-19pandemicTPBpurchase intentionface masksopen innovation |
| spellingShingle | Yuli Liang Gwendolyn Hustvedt Jasmine Miller Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation Journal of Open Innovation: Technology, Market and Complexity COVID-19 pandemic TPB purchase intention face masks open innovation |
| title | Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation |
| title_full | Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation |
| title_fullStr | Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation |
| title_full_unstemmed | Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation |
| title_short | Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation |
| title_sort | prioritizing protection by face masks during covid 19 the application of customer open innovation |
| topic | COVID-19 pandemic TPB purchase intention face masks open innovation |
| url | http://www.sciencedirect.com/science/article/pii/S2199853122010526 |
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